Self Love with Dove
Hats Worn: Campaign Strategy | Creative Direction
The Goal:
Bring Dove "out of the shower" and into the lives of college students via an IRL event to build brand affinity, with a focus on highlighting new product scents.
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The Idea:
Galentine’s Day is for celebrating the girlies in your life, including the most important girlie of all: yourself!
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Together with Dove, Her Campus Media presented Self-Love with Dove, a dreamy event with slumber party vibes for Gen Zers to enjoy a moment of indulgence.
Attendees were invited to come in their coziest clothes, sample Dove's latest products, sip on Dove scent-inspired mocktails, have a sweet treat at the candy bar, and leave the experience feeling full of love for themselves + their skin!
The Strategy:
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1x custom event in Orlando, Florida — a major college hub
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Geo-targeted social + display ads promoting the event to the Gen Z demographic
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E-blasts inviting Her Campus community members in the area to the event
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Gen Z influencers creating at-event content to be amplified via paid social ads post-event to extend Dove's reach
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The Results:
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200+ attendees
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Hundreds of samples distributed
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More to come as campaign is still live!
